The effects of managers' cultural distance, ethnocentrism, and quality-of-life (QOL) orientation on program standardization
The main purpose of this dissertation is to examine the effect of managerial attitudes on program standardization in international marketing. Three attitudinal variables have been identified as potential predictors of program standardization decisions: managers’ cultural distance, ethnocentrism, and...
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| Format: | Others |
| Language: | en |
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Virginia Tech
2014
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| Online Access: | http://hdl.handle.net/10919/38049 http://scholar.lib.vt.edu/theses/available/etd-06062008-152058/ |